Warner Bros. · 2015 · Steve Jobs
"Steve Jobs"
Copywriter
How do you boil a 100-minute tale of a modern genius down to :30 and one line?
§ 01
- — The wrong sentiment could reduce Steve Jobs to a myth.
- — You can’t beat Aaron Sorkin’s emotional engine.
- — This movie is seriously complex.
The challenge wasn't creating. It was deciding what truth about Jobs had to survive the cut.
§ 02
We built the trailer around a single contradiction: Steve Jobs' uncompromising vision and its personal toll on his health, his family, his career, and his life. That guided the pacing, the mainline, and the final trailer arc, driving enough intrigue for the complex character to get people into cinemas.